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According to the survey carried out by , around ** percent of respondents bought apparel online from Amazon's Indian platform in May 2019. About ** percent preferred the domestic e-commerce retailer Flipkart for apparel purchases.

 E-tail versus traditional retail

Traditional kirana stores, which are mostly family-owned, were the dominant type of retailers in India. Online retail, in contrast, only recently emerged as a contender on the subcontinent’s retail landscape. Many Indian e-tail unicorns such as Snapdeal attracted high investments and shaped Indian e-commerce into being dominated by apparel retail par on par with electronics. The Indian e-tail sector is expected to grow, especially during the coronavirus pandemic, when more people switched to online retail as physical stores were shut due to the nationwide lockdowns.

 India’s style 

  The multiculturality of the Indian subcontinent is reflected in its clothes. Regional clothing styles contribute to a large market for ethnic apparel retail alongside the western apparel market. While men predominantly wear western clothes, women preferred ethnic clothing. Apart from outer apparel, innerwear has emerged as a growing market.